Sebacic branding

How we created our own brand style

Case study
July 25, 2019

Sometimes people ask me about the name of the company - Sebacic. We were looking for an unusual word that would have no specific meaning to people. Think "Starbucks" or "Sony" . We were playing around with words like "catalyst" and "growth" and we started seeing the potential for a chemical compound, playing with the idea of alchemy too.

Sebacic acid is used in the production of candles, and this resonated with us too. In fact, our first logo was of a candle flame.

But it felt too obvious and random at the same time. So we went back to look at the chemical formula for sebacic acid, and this looked like a strong possibility. The potential for an unusual logo that could show growth and change.

But what colour? Orange is supposed to the the colour of creativity, so that was an obvious choice for a branding and web content development company. But which specific orange? We started out just playing with different oranges. And then we saw a tweet about the BBC’s Accessibility Awareness Day event. The colour they used for the branding was #BBCAAD, a lovely touch. (If you don't know about Hex colours, it's a way to define a colour for use on computers using 6 digits from 0 to F. Hex is hexadecimal, which is like binary but with 16 options per digit. Does that make sense?)

So, the word Sebacic, but as a hex code. It can't work, because the letters for hexadecimal only go from a to f. But what if we think about the S as the #? #EBACIC. Almost, but there's no I in hexadecimal. OK, let's swap it out for a number 1. #EBAC1C. And through fabulous good fortune, it's orange!

Putting the chemical formula and the colour together gave us our logo.

Once you have one brand colour, it's quite easy to find others which complement it, using a tool such as Paletton. You'll see these colours all over this website, especially in the illustrations.

If you like us to help you with your branding, get in touch.